1. Boden delivers improved marketing ROI
Boden are renowned for catalogue based retailing of high
quality women’s, men’s and children’s clothing. Starting in
1991 Johnnie Boden delivered his first catalogue with only 8
men’s wear pieces, Boden now sends out over 20 million
catalogues per annum. 500 employees jointly share
responsibility for shipping more than 4000 orders per day
Cequity's end-to-end suite of
from the warehouse and Boden continues to grow. Customer
integrated services includes
customer management consulting,
The Situation Boden
marketing database & information
management solutions, analytics,
In early 2001 Boden identified a requirement to gain better insight into their growing
metrics & dashboards and
Industry Sector
customer base and purchased smartFOCUS Intelligent Marketing Analysis solutions.
campaign measurement support.
Boden are now in the position one year on, where the purchase of smartFOCUS
Retail
Our state-of-the-art technology
solutions has enabled better customer segmentation - an increase in specific customer solution, Cequity ACE is powered
cells for targeting from 20 to 80 individual segments. In addition, cost savings in the by smartFOCUS and is a hosted
region of £200k have been achieved from just one piece of analysis. This saving alone customer marketing system that
Solution Components
can be quickly implemented without
has delivered Boden with a multiple return on their original investment in the
major hardware or software
smartFOCUS technology and supporting marketing services.
investments. This helps us deliver
Data Quality/Management
The Challenge rich yet valuable, information-
driven, customer experience
opportunities Customer View
Single for you.
Specifically, Boden use the smartFOCUS analysis and visualisation, data mining and
campaign planning solutions to enhance their understanding of the 2.2 Million people
“From our experience,Visualization
Analysis & the Intelligent
on the database. Propensity to buy information discovered through smartFOCUS Analytical Marketing from smartFOCUS
technology now indicates that the women’s wear range is delivering faster growth makes it possible to instantly analyze,
Predictive Modeling
than other ranges, specifically men’s wear buyers have a higher lapse rate and are segment, identify and communicate with
large volumes of customers and contacts
more likely to buy every other year (Boden clothes are designed to last!). This type of
Campaign Management
on an individual basis. Intelligent
customer knowledge helps Boden plan more accurately and to forecast more
Marketing improves customer
effectively.
Email Marketing
communications - throughout the entire
lifetime of a company-customer
In essence, everything that Boden now achieve with the data they hold is enhanced relationship and makes performance
Online Execution
through the use of smartFOCUS technology. The recent purchase of MOSAIC data to driven multi-channel marketing a reality.
smartFOCUS is faster and more efficient
enhance the Boden customer view will enable even more sophisticated segmentation Performance Management
than we thought it would be!”
and marketing in the future. Boden will improve response rates by profiling profitable
customers and identifying groups of prospects with similar profiles for specifically Manage Service
targeted marketing promotions. In addition, improved product transaction history will
CEO - Cequity Solutions
enable models to be built ensuring that customer retention is maximised. The
awareness and usage of smartFOCUS technology within Boden is also developing - even
the clothing designers (traditionally technophobes) are requesting profile information
on customers to create a better picture of their target audience. Designers want to
ensure that more of their products meet customer expectations more of the time.
To summarise, in the years since Boden purchased and implemented smartFOCUS
solutions, Boden have delivered:
Improvements in customer acquisition through better profiling of customers and
greater awareness of likelihood to purchase
Improvements in the segmentation of the database to allow more cost effective
mailings
Improvements in customer retention through detailed knowledge of customer
purchase behavior and channels
Improved life cycle value and hence customer management and planning.
Continued overleaf

2. The Challenge continued…
In the words of Mark Binnington, Marketing Director, Boden “We now know more about
our customers, a great deal more. We have more access to more detail (purchase
history) giving us a single customer view. We know more top line information (channel
and response propensity by segment) and this enables us to better plan and manage
marketing activity, delivering Boden with increased profitability and productivity.”
Boden has already met its ROI case for the investment in smartFOCUS marketing
solutions through its improved catalogue mailing strategy. Further savings, have been
realised through Boden dispensing with the services of external agencies, previously
employed to report on Boden’s customer and prospect data.
We now know
The future use of smartFOCUS Intelligent Marketing technology within Boden will focus
on achieving not just further cost savings but also in driving incremental revenue
more about our
identified from opportunities discovered from within the customer data.
customers, a great deal
About smartFOCUS
more. We have more
smartFOCUS (LSE:STF) is a leading international marketing software company that
access to more detail
empowers marketers with the intelligence to drive high performance multi channel
(purchase history)
campaigns and more valuable customer relationships. Its Intelligent Marketing
solutions integrate off-line and on-line data, analysis, campaign and performance
giving us a single
management to deliver better targeted more timely and relevant communications that
increase campaign conversion rates and improve customer’s insight.
customer view.
smartFOCUS now has over 300 customers worldwide using its marketing software
including AAA, ABN AMRO, ATOS, Centreparcs, EMI, Fig Leaves, Harrods, Hilton
International, NSPCC, Societe Generale and QVC.
Reach us at:
smartFOCUS is headquartered in the UK, with offices in the US, continental Europe 105-106, 1st Floor, Anand Estate,
189-A, Sane Guruji Marg, Mahalaxmi,
and Asia Pacific. www.smartfocus.com
Mumbai-400 011, India
Phone: +91 22-43453800
Fax: +91 22-43453840
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papers and presentations log on to:
www.cequitysolutions.com
Or Write to:
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